Business screen magazine (1947)

Business Mkn of Cleveland gathenii nl slimrt nt^s lihr IJiis (si iiic uhm'c) to see the Clci'iiund Hiinninaling Cainpnny's civic promoliiiNiil filiii "OjjjMiiliiiiily" nlsn sliouni in 121 tlicalres. which this comiminity holds your company." When Mr. Lindseth opened the News, ihc Press and the Pl.mn Dealer, he found coliniins in the editorial, news and entertainment sections all devoted to accolades lor the movie and sincere praise for the Illuminating Company. Shown To Over Three Million I'l cirri Since that November morning, Mr. Lindseth's mail and press clippings have increased a hundred told, and l.SOO.OOO people in the Cleveland area (out of a million and a half maximum possible audience) have seen Opj}nrtunily. ... Of 129 theatres in the area 121 have booked the fdm, and 10 have rebooked. It has been seen in every public school in the area, plus hundreds of social clubs, union halls, civic organisations, churches, veteran's groups and other institutions. It was seen at a special midnight showing by the entire Ohio State Legislatiue. Obviously, Oji port unity . . . has been a whooping success. All Clevelanders, their ci\ic pride aroused, have been encomagcd to help C.E.I, sell their citv to others. It is a fine exainple of smai t lihn use, tic-ins and promotion: Opportunity . . . has paid off. Last spring. Frank Ryan, assistant to the president, and head of the jjiiblic relations and advertising departments of the Illuminaiing Company, originated the plan for a lilui (I) to hcighien C;le\elanders' knowkilge ul and pride in their city; and (2) to attract additional business to the area. Consulting with the D'.\rcy Company, C.E.I.'s achcrtising ag-cncv. and Time. Inc.'s Cleveland manager, the M.ucii ol rime was selected lor I lie job of lllming the Cle\eland story. Il u,(s a natural choice for this type of picture. (i.fM.'s national advertising has been hea\ilv (oncentrated in Time and Fortune. Timl, iisill. once had its home office in Cleveland, ihinks well of the cily. and vice ver.sa. And this broad t\pe of message is right up Time's alle\. Fil teen March ol 1 inie script writers, researchers and production crews went on the job in May 1917 and production began late in August. The final result is a typical 18-minutc March of Time picture story of Clevelantls streets, stores, industries, offices, homes, parks, theatres and civic activities. .Although ob\iously planned lor theatre showings, Opportunity . . . makes no namby-pamby or snide efforts to be an Illuminating Company "com mercial"— it is a commercial, and the toiiipany establishes its own ])art in Cle\eland in no uncertain terms. Pontificating narrator VVestbrook Van \'oorhis is March of Time's familiar "voice " in Opportunity . . . His thundering commentary, as always, carries considerable conviclion. Premiere Performance at Music Hall C.E.I, introduced the new picture with a truly auspicious .send-off. 3,000 leading CMevelanders. Mayor Thomas Burke and Ohio's Go%ernor Thomas Herbert were on hand lor the premiere performance at Public Music Hall. Preceding the initial showing was a concert bv the C:ie\eland Sunmicr S\niphonv Orchestra. During theatre runs of the him, the IIhiminaiing Company continually hypoed aiicnd.niir wilh daih newspaper aiixeilising lelliun ol the |iii lure. Oppoit uiitl\ — the Story of the liest Location in the \ntion is more than jirsl a Cleveland piduir in ihr broad sense, it is also a sioiA ol piix.iif eMtci]jrise at work, showing wli.u il li.is .!( iciiiiplishcd for the people of one Kjmmunil). ,\s one Cleveland newspaper expressed it: "It brought out very forccliill\ all the advantages of the Greater Cleveland aica, and how fortunate we are to be .1 pari ol a givat nation which slill believes in Ikc enierprises. Il is rendering a ser\i(e In all the liii/cns of our n;uion." • The New Films Griteu Walch Shows "The Miracle of Time" ■k Within the next few weeks, the Gruen Watch Co. will begin distribution of The Miracle of Time, a 20-min entertainment— |iublie relations short [jroduced by Films for Industry. New York. The film deals wilh the importance of time to man, and consetpiently, of the instruments with which he measures time. To explain the mechanical structure of a watch, high magnification photography brings to full screen .si/c the incredibly tiny screws, hairsprings and similar items used in timepiece manulacture. This is not Gruen's first excursion into picture-making. More than a year ago the company decided it could serve itself as well as the rest ol ihe watch industry by offering a film lo ivijairmen suggesting a method of ilisassembling and cleaning a watch. Through Films for Industry they produced Guardians of Precision, a 20-n)in sound and color subject which has since been seen by practically every watch-repairman in the country. Occasional screenings to non-professional audiences met with sufficient interest so thai Gruen put the film into general distribution lo schools, clubs, etc. The response from these groups prompted The Miracle of Time, produced exclusively for nonlechnical programs. * * * "Home of Champions" a Must for Dog Lovers •k Home of Champions, a short story on the training of bird dogs, is the title of a one-reel, lliium motion picliire in Kodachrome produced li\ The Ralston Purina Company through The |am Handy Organization. The purpose ol the film is to show, by a pictorial trip ihrough Sedgefield— a dog breeding and training farm in Mississippi— some outstanding dogs at home in their kennels. Managed by Clyde Morton, famous dog trainer, Sedgefield rellects the methods used in training champion dogs. Of particular interest to professional dog breeders, dog trainers, hunting clubs, and lo those who show dogs, Home of Champions is available on a free loan basis. Information on showings can be obtained by writing to Mr. Gordon M. Philpott, vice president. Ralston Purina Company. St. Louis, Missouri. There is no nuniion ol the sponsor's name. ,/ sirnr linni •Home of Chamfnons" NUMBER 4 • VOLUME 9 • 174 29